Small Screen Viewing Will Reach 50 Percent Of All Online Views

By HOLLY ASHFORD, TVBEUROPE
on December 11, 2014 8:45 amMobile-Video-Rise-Graph_featured

Viewers increasingly are turning to the internet for their daily content, driven in large part by increased access to premium and live video content, especially international sporting events and news.

Ooyala has issued its Q3 2014 Global Video Index Report, showing consistent daily patterns in the way people consume TV and video across different devices throughout the day. The report also shows that mobile and tablet devices reached 30 per cent of all online video views during the quarter, representing a 114 per cent year-over-year increase. At this rate, Ooyala predicts that mobile and tablet viewing will reach 50 per cent of all online views and by late 2015.

Viewers increasingly are turning to the internet for their daily content, driven in large part by  increased access to premium and live video content, especially international sporting events and news.

Ooyala’s Q3 2014 Global Video Index Report also shows substantial growth of long-form video consumption across devices. Connected TVs were central to long-form content consumption during the quarter. Viewers watched long-form content (videos longer than 10 minutes) four times more than on tablets and almost 10 times more than on mobile phones.

The report shows that all screens are becoming popular for watching longer video. Tablet viewers spent 68 per cent of their time watching video exceeding 10 minutes, and even mobile phone users spent 48 per cent of their total viewing time with long-form content. This trend points to new monetisation opportunities for premium video publishers as mobile devices are no longer solely for ‘snack-sized’ content.

Other new statistics show consistent patterns emerging in the way people shift their video consumption across various devices throughout the day, and also in how weekdays differ from weekends when it comes to device preferences.

Additional highlights include:

Year-over-year, smartphone and tablet views more than doubled, showing a 114 per cent increase

• Smartphone and tablet video views made up just 6 per cent of all online video views in Q3 2012. In eight subsequent quarters, growth has exceeded 400 per cent

• Tablet viewers spent 23 per cent of their time watching videos between 30 minutes and 60 minutes long, the most of any device

• Connected-TV viewers spent 80 per cent of their time watching video longer than 10 minutes

“Cloud-based TV has arrived. Broadcasters and content providers realise that, with the right approach, IP-delivered content can be more economical with higher return in terms of building and monetising audiences, compared to linear TV,” said Ooyala CEO Jay Fulcher. “What’s really exciting is the pace at which many of the most prominent players in the industry are now innovating and meeting their audiences where they are – with the content they want most, on the right screen, at the right time, with an incredibly rich experience.”

The Global Video Index Q3 2014 can be downloaded in full here.

http://www.ooyala.com

 

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